The consumer drives your marketing efforts if you want results.
As mentioned in this blog post, everything you do in marketing is directed by what you know about your potential Client whom you want to have become your customer or business partner.
Once you have identified exactly who it is you are marketing to, keep the needs of your customer uppermost in your mind. The consumer of your product or service is the central focus in your Business Funnel Map strategy.
Four Basics in Consumer Focused Marketing
1. Providing the Solution for your Best Client
Is what you are marketing really responding to your consumer demands/problem or need?
This is where market research done by getting to know your Ideal Client will tell you what to sell your Ideal Client.
Remember if you think you can try to market to everyone, you are marketing to no one.
Your market may seem small, but you are intent on making your market message attractive and visible to this group.
You can figure this out by spending time considering your Unique Selling Proposition (USP).
Your personality reaches out to your market when you know who you are and the solution you are offering to your market.
For example, a stay at home mom with an expertise and passion for interior design can make a win/win solution develop. This home based entrepreneur knows she wants to stay home with her baby; she has training, experience in decorating; she understands other young moms may have decorating needs with limited budgets and access to services.
Her solution to the need? She can market an online service for decorating consultations with budget limitations using a customer needs survey, photos, drafting plans.
Information, How Will You Package and Deliver Your Product or Service?
What methods are you using to get your message to your market? There are so many ways to present your information. Again your Ideal Client dictates what works best. Will it be the written work within a blog? Will videos make that come alive for them? What will your free offer be to them?
Is your message about your solution clear?
Are you using tested and tried marketing strategies for exposure to your market? When you are applying Attraction Marketing principle in your business, you make it your business to give lots of good information before expecting to make a sell.
In your message is it apparent who the messenger is, does your customer have a sense of who you are as a person.
What steps are you taking to build a rapport, a relationship with your consumer?
Do you have a contact information form in your message/on your blog/website?
Is your contact information available?
How Can You Bring the Best Value to Your Ideal Client?
It is important in your marketing to be clear to your customer how your product or service will add value to their problem or felt need.
List the benefits of your product or service. The benefits list is more important than the features list and should be stated clearly and completely, including at least 5-10 points.
Make the cost of the purchase obvious. Be sure to point out warranties, support services provided and how to access them.
If there are any expectations of the customer making sacrifices to reap the reward of the product, make this plainly understood. For example, if someone subscribes to a training site like Six Figure Mentors, make sure the consumer understands the exchange of time and effort in a learning curve for results.
4. Access, Make It Easy to Buy From You
Getting a new customer/ or business partner does not happen unless it’s easy to make the purchase.
Whether you are promoting an online business consultation like the decorating service described, or a traditional bricks and mortar business such as selling art from a studio, make the access steps for the purchase decision simple, short, and secure.
Your marketing site should list clearly the delivery options for the product or service.
Marketing to Build Brand Loyalty
Customer acquisition is only the first of many steps in building your business. The relationship does not end with the purchase.
Your job as a marketer is to continue a long term relationship with your Ideal Client, through email communication. Continuing to offer valuable information that your Ideal Client wants builds a loyalty to you and your brand.
Before you have your offer online, you should have an email sequence that is at the least 7 days long. These emails continue to grow the relationship of knowing, liking and trusting you.
This loyalty begins a definite connection between your new customer acquisition and customer retention for a long term healthy viable business.